Phase 1: tier demo landing pages, CRM schema, playbooks

- templates/landing: two self-contained demos (Tier A barbershop / Google stack,
  Tier B physio / self-hosted) + chooser page
- sheets/SCHEMA.md: Google Sheets CRM workbook spec
- playbooks: per-client setup checklists for both tiers
- README + .gitignore
- Demos avoid unverifiable claims (no "DSGVO-konform", no "Ende-zu-Ende")

Co-Authored-By: Claude Opus 4.8 <noreply@anthropic.com>

playbooks/tier-a-google.md

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+# Playbook — Tier A (Google stack)
+
+For casual businesses with no data-residency concern. Infra cost ≈ €0. You charge for setup +
+ongoing management. Target build time: ~half a day per client.
+
+## When to pick Tier A
+- Barber, café, salon, food truck, small retail, trades — public-facing, no sensitive data.
+- Client wants cheapest option and is fine with Google handling data.
+
+## Setup checklist
+1. **Client Google account** — create a fresh free Google account for the client (or use theirs).
+2. **Landing page** — clone `templates/landing/demo-tier-a/`, rebrand (name, colours, copy,
+   services, hours, photos). Deploy to a free always-on static host (e.g. Cloudflare Pages).
+3. **Domain** — connect the client's domain (or a `.de` you register and bill through).
+4. **Booking** — set up Google Calendar **Appointment Schedule**; embed the booking link/button
+   on the page (replace the demo booking card).
+5. **Lead capture** — create a Google Form *or* point the page form at the n8n lead webhook
+   (preferred — so leads land in the CRM, not just Google).
+6. **Reception** — Gmail for the business; set a signature + canned replies.
+7. **Google Business Profile** — claim/verify so they show up on Maps & Search.
+8. **CRM** — add a `Clients` row (tier = A, services, monthly_fee, renewal_date, vault_ref).
+9. **Handover** — share logins via Vaultwarden; record only the `vault_ref` in the sheet.
+
+## What to charge (suggestion)
+- One-off setup: €250–600 depending on pages/content.
+- Monthly management (updates, hosting oversight, booking support): €20–40.
+
+## Recurring tasks (automated by n8n where possible)
+- Renewal reminder (from `renewal_date`).
+- Monthly "anything to update?" nudge.
+- Lead notifications to the owner.

playbooks/tier-b-selfhosted.md

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+# Playbook — Tier B (self-hosted / privacy)
+
+For privacy-sensitive businesses (physio, medical, legal, tax, therapy). Data stays on
+German-hosted infrastructure. You charge a privacy/hosting premium. Target build time: ~1–2 days.
+
+## When to pick Tier B
+- Handles health, legal or financial personal data → GDPR sensitivity is a selling point.
+- Client explicitly wants control over where data lives / no third-party tracking.
+
+## Setup checklist
+1. **Landing page** — clone `templates/landing/demo-tier-b/`, rebrand. Keep the privacy band and
+   "Daten in Deutschland" badges. Deploy to a free static host or the homelab behind HTTPS.
+2. **Domain + TLS** — connect domain; ensure valid certificate (Caddy/Let's Encrypt).
+3. **Booking** — deploy **self-hosted Cal.com** (see `stacks/selfhosted/docker-compose.yml`);
+   create the practice's event types; embed it (replace the demo Cal.com card).
+4. **Lead form** — self-hosted form endpoint → n8n webhook → CRM. No third-party form service.
+5. **Reception** — business mailbox; (later) the **AI receptionist** widget (Phase 6, Claude
+   Haiku 4.5) wired to the booking + FAQ.
+6. **Credentials** — store all client logins in **Vaultwarden**; sheet holds only `vault_ref`.
+7. **CRM** — add a `Clients` row (tier = B, services, monthly_fee, renewal_date, vault_ref).
+8. **Backups** — ensure the Tier-B services + CRM are in the daily backup job.
+
+## Hosting note (NETWAYS boundary)
+Keep this as **"I host a small website + booking for you,"** not managed cloud/monitoring. Use
+cheap shared/managed infra or the homelab for low-traffic client sites — do not position it as a
+managed-cloud/Kubernetes/monitoring service (that is NETWAYS's lane).
+
+## What to charge (suggestion)
+- One-off setup: €600–1,500 (self-hosted booking + privacy setup is worth more).
+- Monthly hosting + management: €40–90 (covers infra, updates, backups, support).
+
+## Recurring tasks
+- Renewal reminder, Cal.com/booking sync to CRM, backup verification, security updates.